How to leverage communication design with a 4 point process
Updated: Jan 6, 2019
Design is part of our daily life which is present all around us. From setting the center piece in the living room to plating a delicious dessert to the color coordinated bride and groom on Instagram. The visual attention is the first parameter but when substantiated with the context it makes an entire experience.
It is almost instinctive and then of course matured with human interaction. In simpler terms, it is how we react to experiences, environments and objects.
From a professional perspective, its very important to consider a wholesome approach to the reaction from a functional, aesthetic and economic perspective. The design process is as important as the final outcome which comprises of research, planning, prototyping and the final trial run that helps in understanding the work-ability and success ratio. Hence, the ultimate goal here is to evoke a certain emotion through the use of good design and perhaps make it memorable enough to repeat.
When design is used as a communication platform, it becomes an approach to a problem. It is almost like solving an interesting puzzle thus it partakes a certain amount of background research to bring context and build a wholesome story to work with.
To make the process systematic and goal oriented, we at ‘dhi-Design’ have derived a four point strategy that can be adapted to design queries.
Defining the problem
What is the main problem that needs to be solved, is it multilayered? If so which one is the most important aspect of the problem? While the main problem is tackled with, are there other layers that can bring more depth and value to the context?
For Example - designing a brand logo for a startup, the underlying layer could be the strategy that is unique and specific to a certain target group. While in the first part of the research certain insights can be discovered about the target group that come handy in the overall tonality of the brand communication and becomes a very strong value add.
Identifying main objective and goal
A tangible view on how the problem is looking from the perspective of the larger future goals and how the alignment can be monitored. To consider a format in which the goals and risk factors could be calculated to achieve the main objective
For example - a re-branding exercise could caliber the risk factors of loosing the current audience if the transition is not smooth enough.
User perspective / views
The Who, Where, How, When, Why, What about the target audience is a very important aspect of this research. Basis this input, we need to understand and speak the same language so as to be in a conversation with the right people
For example - designing an app for athletes will need to be thorough on the specific sport and be able to reach out to its target with the same passion for the sport.
This ties up the loop with the first part when the problem was defined and a target goal is attached to it. An internal testing run will help gauge the result before going live. This feedback in turn will help tighten the knots and target the goal more systematically
For example – Exploring a packaging box with a set of prospective customers to take feedback for the usability and interaction. This feedback becomes the benchmark for iterations before launching in the market
A memorable experience will have the consumer explore and use the product and with habit identify with the brand. And thus, communication through design will have come a full circle.
We at dhi Design are looking forward to start design conversations, please write in to us and tell us how relevant was the above article or feel free to start another conversation.
Thanks for stopping by!